Tweet Tweet – What’s buzzing in social?
September 18, 2015
As you may have heard through the Twitter-vine yesterday, Tonic attended Social Media Week London, which hosted presentations from the likes of Facebook, BuzzFeed and Misfit Economy. After having had a chance to wrap our heads around all the amazing info we received, we thought it might be a good idea to recap our commentary on Twitter by providing you with an overview of the four main themes discussed at #SMWLDN.
One of the recurring words used at #SMWLDN was ‘authenticity’. People are looking for something genuine to connect with. Consumers know when they are being deceived and will automatically think branded content is negative. Just like us, consumers want to experience an emotional impact when interacting with content and that impact will not occur if the information is disconnected from their everyday lives. Brands need to take a more subtle approach in getting their brand messages across to pass under the radar of critical consumers. In a nutshell brands need to be more approachable and stop trying to be ‘impressive’.
Co-creation was another big theme of the day – a notion closely linked to the push towards more authentic content. People are more likely to value, engage and share content that they have helped create; a phenomenon classed as the ‘IKEA effect’. A great example of co-creation is the www.globalhappyparty.com The campaign received huge support worldwide and is a perfect case study of the success a campaign can have if you ask people to participate and help create versus the standard marketing strategy of create and push. Now, for us PR people the importance of two-way communication is not news, but it is the notion of taking the engagement to a higher level than likes and comments, which we need to embrace. Ultimately we need to re-assess our content strategies to always include a level of co-creation.
One of the more interesting themes was that of frugality as a root to innovation. The notion of limiting budgets to create innovative and approachable content was an approach many agreed on. The argument being that small budgets encourage ‘out of the box’ thinking and thereby, force you to tolerate the unknown, opening you up to taking more chances. Key takeaway – set yourself limits and embrace the unknown
Brands need to adapt their content to individual platforms and audience groups. Now, this is not novel advice and I’m sure we can all agree that this is something we as PR people try to do in everything we do. However, due to lack of digital expertise or budget there are still those who try and navigate the social space by pushing out the same or similar content on all their social platforms missing the impact of individualised content on each channel. It is up to us to make sure that our campaign ideas and content allow for adaptation within a budget that is feasible for the client – a task that should spur on innovation if you ask #SMWLDN.
Although many of these themes are recurrent, they are constantly evolving with new campaigns and platforms providing us with new outlooks and strategies that help us create successful social content that ensures KPIs are met and exceeded – in the world of social nothing ever stays the same, and we hope our short overview has served as a reminder of that.